The disordered price competition among various agricultural business agents leads to chaos of agricultural products’ prices, which makes it difficult for customers to form stable price expectation and correct brand cognition, restricting the sales of agricultural products with regional brands. Based on the Salop circular market model with bounded rationality and delayed feedback, this paper discusses the complexity in price competition of agricultural products with regional brands. It is found that when the price adjustment speed of agricultural business agents exceeds the stability region, the pricing system of agricultural products with regional brands would appear the phenomenon of periodic bifurcation or chaos. The delayed feedback controlling mechanism of price adjustment could make the pricing system in the chaos state turn to the equilibrium state. Therefore, the price fluctuation of agricultural products with regional brands needs reasonable control from the industrial associations and government departments.

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区域品牌农产品价格竞争复杂性分析

各农产品经营商之间无序的价格竞争，导致农产品价格混乱，客户难以形成稳定的价格预期和正确的品牌认知，制约了区域品牌农产品的销售。本文基于有限理性和延迟反馈的Salop循环市场模型，讨论了农产品与区域品牌之间价格竞争的复杂性。研究发现，当农产品经营者的价格调整速度超过稳定区域时，区域品牌农产品价格体系会出现周期性分叉或混乱现象。价格调整的延迟反馈控制机制可以使处于混沌状态的定价系统转向均衡状态。因此，区域品牌农产品的价格波动需要行业协会和政府部门合理控制。